Connecting With Your Ideal Customers in the Digital Age

Summary

Content Is Profit Episode Summary Episode Title: Connecting With Your Ideal Customers in the Digital Age
Host: BIZBROS
Release Date: May 27, 2025

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Introduction

In this insightful episode of Content Is Profit, hosted by BIZBROS, the conversation centers around effectively connecting with ideal customers in today's digital landscape. The episode features an engaging dialogue between Host A and Guest B, a seasoned business owner transitioning from a physical retail space to online coaching. Together, they explore strategies, challenges, and actionable insights to bridge the gap between content creation and revenue generation.

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Guest Introduction and Background

Guest B shares her journey from managing a physical retail and creative co-working space to focusing on online coaching services. She highlights her experience with various businesses and the shift towards digital presence to reach a global market.

"Now I'm trying to draw people to my services, which is different. It's a connection back to me and what I can do for them personally."
[04:56]

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Transition from Physical Retail to Online Coaching

The discussion delves into the challenges B faced while shifting from a local, experience-based business to offering personalized coaching services online. She expresses the difficulty in promoting herself without feeling narcissistic and the importance of maintaining authenticity.

"I've really struggled with that. Coming back to talking just about what I can offer people and my content. It feels narcissistic at times."
[05:06]

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Challenges in Creating Content and Monetizing

B talks about her initial attempts to create online courses and memberships, which she found unprofitable and energy-draining. She emphasizes the need to align her offerings with clients' actual needs rather than what she assumed they wanted.

"I've learned that you can pitch something to people, but it may not be what they actually are needing... I need to hear more from the clients what they need before I put all the energy into putting something out there."
[14:42]

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Strategies for Connecting with Ideal Customers

The conversation highlights proactive engagement as a key strategy. Host A and Guest B discuss the importance of initiating conversations, building relationships, and understanding customer needs through direct interaction rather than relying solely on content dissemination.

"People come to those conversations and then you can discover more about them and see if you can support them."
[43:40]

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Importance of Proactive Engagement and Conversations

Host A shares their own experience of using podcasting as a tool to build authority and foster collaborations. They emphasize the value of having meaningful conversations that lead to potential business opportunities and client relationships.

"It was by accident... we pitch our service... and that's how everything started."
[22:21]

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Examples and Case Studies

Several real-world examples are provided to illustrate effective strategies:

• Collaborations and Workshops: B discusses her proposal to run workshops in a yoga studio, aiming to connect with health-conscious business owners.

  "I've actually sent her a proposal where I run six sessions over three months in her physical space."
  [36:27]

• Leveraging Online Communities: Host A recommends joining relevant online groups to find and engage with ideal customers, sharing how their own Facebook group facilitated connections and growth.

  "If you haven't signed up to the challenge, you can hang out with us in Content Is Profit and use our group as a practice."
  [48:44]

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Actionable Tips and Strategies

Both hosts provide practical advice for listeners aiming to connect with their ideal customers:

1. Initiate Conversations: Reach out proactively through messages or direct interactions on platforms where your audience congregates.

   "DMs on Facebook or messages, you know, and maybe we do like an afternoon coffee slash morning coffee for you."
   [07:08]

2. Utilize Online Communities: Engage in Facebook groups, LinkedIn, Reddit, and other relevant forums to find and interact with potential customers.

   "How can we find them? And then it's like, how can we put the content in front of them?"
   [31:16]

3. Simplify Engagement Processes: Instead of complex funnels, offer straightforward ways for potential clients to connect, such as quick calls or interactive sessions.

   "Hey, I'm looking to connect with more people around the world about, you know, X topic."
   [43:51]

4. Adapt and Pivot: Be willing to adjust your strategies based on feedback and what resonates with your audience.

   "I can see it doesn't serve... I'm going through this change of selling my house and moving."
   [14:42]

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Conclusion and Key Takeaways

The episode wraps up with a mutual encouragement to embrace proactive engagement and adapt content strategies to align with customer needs. Both Host A and Guest B underscore the importance of authenticity, building meaningful relationships, and continuously refining approaches based on direct interactions and feedback.

"I know you do a lot of solo shows, right? And it's not... you don't have to do interviews."
[26:28]

"I've got to shift from the physical in-person connection to the online and that's where I've got that disconnect."
[48:05]

Key Takeaways:

• Proactive Engagement: Actively reach out and initiate conversations with potential customers.
• Authenticity Matters: Maintain genuine interactions to build trust and meaningful relationships.
• Adaptability: Be flexible in your strategies, willing to pivot based on customer feedback and changing circumstances.
• Leverage Online Communities: Participate in relevant groups and forums to connect with your target audience.
• Simplify Conversion Processes: Make it easy for potential clients to connect and engage with your offerings.

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This episode of Content Is Profit provides valuable insights into bridging the gap between content creation and revenue generation through strategic, authentic, and proactive customer engagement in the digital age.

Transcript

[A]

Hey, guys, and welcome back to Content is Profit. Today is a very different episode. Last week I had the opportunity to hop on a call with two of our Business Creator Club founding members and it was exciting. It was a call to get to know them and get to see, you know, what are they currently doing, what do they need help with? And it turned out to be a very fun call. And then their feedback was incredible. They loved the format and they love, you know, the things that we talked about on where we want to take the community. So we thought it was useful for the people out there listening to us or watching us to consume. So if you have any lessons, if you have any comments, if you have any type of feedback based on today's episode, let me know. We have two of this. So make sure to listen to both of them. They're both very specific case studies different from each other, but I think there's a lot of lessons that we can take from this. So super stoked if you are. If you're not yet in our Facebook community, you can go to facebook.com and search content is Profit Facebook group, where they. We just wrapped up running a 17 day challenge. But if you want to be part of the Business Creator Club, which is a step up based on that, it's Business Creator Club and we'll see you there. Oh, and I almost forgot, I did not record on Zoom when we're doing this, and lucky us, we were recording in our note taker or AI notetaker. So the recording that you're about to watch, if you listen, I don't think there's an issue, but if you're watching, it's gonna look like you're watching a film from the 80s. So anyways, I apologize obviously for the quality, but I think as far as like the content goes in the conversation, it doesn't take away. But that's why if you're watching it, it's gonna look a little bit different. All right, with that, enjoy the episode. And we have 17 dares that we're doing with people. People started today. So you're still in time and you're like technically living in the future. So you're way more. You're way more than in time.

[B]

So many levels.

[A]

Yeah, yeah, yeah, yeah, yeah. So, yeah, I'll do that because the, the people that are in the chat, that's why I also send the email for you guys to book, which you got. That's why you booked the session. I think it's. Those are the first people that we're going to be also kind of reaching out. And we have a couple of, like, calls here and there that, you know, you might want to join. But. But yeah, also an opportunity to meet awesome people in the group. There's about 300 in the Facebook group right now, I think active in the challenge. We have about 40. So today that there was. If you were to write a book, what book will you write? And we've getting so fun and so interesting answers.

[B]

So I already know I have a book that I've been writing for 10 years that I've not actually taken action on.

[A]

Oh, come on. Okay, well, then I will expect your video in the. Of today.

[B]

Okay. It's time. It's now. But, you know, there's reason for it. I think sometimes you plant the seed and it germinates through the integration of the idea. And then. And I feel the book is coming now.

[A]

That's awesome. Hey, my mom used to say everything happens for a reason, and it's always the best reason. So no, no judgment there. It's so the timing is always perfect. So. But I would love to. For you to kind of share that story with the people. We had some. Some very interesting story, and we have some business owners and we have some people kind of exploring what they want to do with their, you know, with their life and. And maybe this is a path. So I will be honored if you come join us. But apart from that, I'm here to answer not only logistical questions, obviously, that's a quick update, but also, like, if you have any specific questions on, you know, the content, kind of what we do in. If not, I can give you a quick recap of. Of what we're planning to do, specifically on topics, and then go from there.

[B]

That would be awesome if you give me. Because I joined this group to connect with people who are in business and creating content. That was exactly awesome because I. I know people who create content and I know people who have businesses that don't create content. And so it's that the. The two together and being in a rural location and wanting to reach a global market, like, I think that the content is really important. And I used to have a physical space, so a lot of my content was drawing people into the physical space. So I was really locally focused. Okay, my. I mean locally. I say locally, but within the state, because we used to have people from Sydney, the city, which is like three and a half, four hours away.

[A]

Okay.

[B]

Come down to the weekend. So I was always drawing people into the space. Now I'm trying to draw People to my services, which is different.

[A]

Okay.

[B]

It's a connection back to me and what I can do for them personally. Whereas the space was a retail store, my artisanal workshop, and it was. I was selling on behalf of nearly 20 other people. So it was an experience for people to come into the space. But it wasn't all about me. And that was intentional. I didn't want it to be all about me. So I've really struggled with that. Coming back to talking just about what I can offer people and my content. Recently, I've, Yeah, I've really honed in on. I've got to start doing that more. But it, it feels, it feels narcissistic at times. And so that's why. Connecting with other people who actually do this for a living and understand the value of it.

[A]

Yeah, no, absolutely. No, I totally get it. The other day, my. Our podcast producer, she's like, hey, gu. Guys, I sent you a script. I need you guys to do this video. Like, you must do this video. And I'm like, ma. Oh my gosh. Like, I'm reading this script and I'm like, I don't want to talk about myself. This is horrible. That's why we go to interview podcast. It's like, it's different. But it turned out that she was right and it worked out really good. So, you know, hopefully we can bring some of those lessons. But yeah, absolutely. So I think, well, number one on the community side, I think the Facebook group is going to be down your alley. I don't know. I think we might have some Australians in there. Uh, but even online, I think there's incredible people that are there. Uh, I mean, Stacy, she's helping us run the challenge. She, She's a TED speaker. She's. She's working like on, on movie productions here in the States and she has her own consultancy. So just her like, is top of my mind. But I think that's, that's going to be a good start for you to kind of start connecting with. With Amazing. And everybody, we did a kickoff and everybody was like, oh my gosh, you do that. And then, you know, those connections started happening.

[B]

So that's where I am. I'm not sure I can do.

[A]

I know, I know, I know. But you know, DMs on Facebook or messages, you know, and maybe we do like an afternoon coffee slash morning coffee for you.

[B]

I'm not expecting it to be catered to Australians necessarily, but I've done a lot of U.S. based programs.

[A]

Awesome.

[B]

Some of them, you know, the 5:00am start you can do. But the 3:00am is just. It's just that middle of the night. It's like.

[A]

Yeah, I know, I know. And I honestly had not like it. It's not just you. We have a couple of that have reached out. So you know, it's based on like I really want to be on those calls especially at the beginning of this. So that's like the time. But no worries, like I'm putting it here. We might have to open like an Australian only like schedule so we can all hang out. We've done, we've done our like 8pm shows with Australians which is awesome. But I think that's step number one. And then so I would basically, if you don't mind, can I ask a couple questions on like right now? Obviously before you were doing physical retail. Now it's like services. What kind of services are you offering right now? What do you do?

[B]

I wasn't just retail in that space. I actually also coached in the space.

[A]

Oh, okay. Awesome. Okay.

[B]

It was creative co working so I had other businesses in there as well. And then I had the retail store which was open only limited trading hours and outside of that I ran events and workshops that we had business events. We also had artisanal workshops that people could learn and. And then I also made on site. I'm an artisan as well. So I made my products on site. So now I have since closing that I brought my focus back to coaching and my coaching. I do two different types of coaching. One is through the government program that you had the email address for that is specifically on your digital presence. So we work with micro and small business owners on supporting them on getting started, on going online and or if they're already online actually elevating their presence. So and that, that's been really good. But it is only restricted to New South Wales, Australia. That's our section of the program. My other coaching is I work in as an embodiment coach. It's actually Dharma coaching is the certification so sole purpose. But I focus predominantly on business owners because I wanted to support people in the holistic way of doing their business. So they're looking after themselves, not just looking at the dol. Mainly because I experienced that. I experienced being burnt out and completely. I mean I've been in business for 25 years but have had seasons. Yeah, you talk about not getting any sleep. I've been there working 13 hours.

[A]

I'm in one of those sprints at.

[B]

The moment and it comes in season. So I'm not judging that at all. Like, even at the moment, I'm working longer hours than I would like to in front of a computer because I'm trying to amplify to that next level in what I'm doing. And then once I find that rhythm, I'll pull back, I'm sure. But anyway, the embodiment coaching is it looks at working in a cyclical manner. So I work with the moon cycle on how to actually plan out business activities. At the moment, it's a full moon and I get really excited about. Because it's right there, I'm looking at it. I'm distracted by the moon.

[A]

No, you're good, you're good. I mean, I will be too.

[B]

Yeah, it was so beautiful. But it's working with those energetics and what it does is it helps people cover all areas of their business. So rather than always just focusing on output and not focusing on going back in and reflecting. So the new moon part of the phase is really a time to go in, reflect on what happened the month before, make decisions for the month going forward. So I don't always pitch it with that. That a little bit kind of, it's a bit out there to talk about the moon. So I just try and talk about it in terms of cyclical living and the way that nature works. So it's almost seasonal. So at the moment that is all online. I have had some in person sessions as well, but because I'm remote, I don't really. My village is only like 200 people in the village and the nearest town is 5000 population.

[A]

Okay.

[B]

And it's still connected to cities. Like we're three, three hours or hour and a half away from bigger cities in town. But predominantly I work from this space, so. Which is why the online is really now so important.

[A]

Yeah, absolutely. That's awesome. So do you have like a specific product that you sell or is it like, do you have a library of products and more like a ongoing coaching month to month or courses?

[B]

Yeah, I don't have a course at the moment. I have. I had one which was called La Luna Living and that was based on cyclical. But I used to do that in person and then I started to sell it online. But I'm not on Kajabi so. Or anything like that. So I did it in a way where I created a PDF and then the links through the PDF went to YouTube private list videos and people could access the support videos through that. And that worked for a little bit, but it feels a little bit unprofessional. So I've kind of pulled back on that and instead I offered a membership where I worked with people in Zoom sessions and we did New Moon, Full Moon meetups and in between I supported them through the Patreon page. That again, I actually pulled back on that because I sound like I'm, I'm not. I don't follow through. But it's not that. It's just I'm going through this change of selling my house and moving and I couldn't. The energy that was going into supporting those people on Patreon, I wasn't actually getting enough return on the investment of time financially. So I went, I pulled back on that. I just put a pause on it and have been focusing on selling the three month containers or the, the coaching through the program that I do. I can feed now into my personal coaching. Whereas at first they didn't allow us to do that. So there was no transfer across in terms of products. I have a digital ebook that I promote which is only $11 Australian, so it's not a big money. But I'm really focusing now on selling my coaching service and I'm bringing awareness back to my artisanal goods, the actual products that I make that support people physically in what they're doing.

[A]

Awesome. That's so cool. First of all, thank you for sharing. I'm being so open about it. I really appreciate it. And also on my side, zero judgment because I don't call it follow through, I call it pivoting. So it's totally okay. I've learned that it's okay sometimes to do that. And also full transparency. We're not the best at that either. We're trying to figure out what is the thing that not only we enjoy doing, but we also support in the best of our ability. So super awesome.

[B]

I've learned the hard way that you can pitch something to people, but it may not be what they actually are needing. And so you can put a lot of energy into it and end up draining yourself to serve a person in the way that you think that they need. And that's part of the reason I pulled back on the membership. I was like, I actually need to hear more from the clients what they need before I put all the energy into putting something out there that I think they need. Which is why I. My YouTube channel has become more of a focus. So I can go a little deeper into what I'm about and attract the people that resonate with that.

[A]

Absolutely.

[B]

Have them ask me the questions that then lead me to what they need. That's awesome.

[A]

Will you mind sharing your YouTube channel in the chat?

[B]

I will, yeah.

[A]

That's cool. So how are you getting into those current conversations right now to find what your customers currently need or your leads or your prospects?

[B]

Well, at the moment I'm really using. I'm actually using the program that I'm working in as a lead generator because I get to talk to business owners directly. Do I just say share the handle or do you want me to actually put the link in?

[A]

If you want to put the link, that's great. I can just click it and then grab it from there. Awesome.

[B]

Yeah. At the moment I'm doing that through well, because I'm working with micro and small business owners who aren't digitally savvy. That's one thing. And quite often they're actually not very savvy at. Did I send it to you or did I send it to that reading?

[A]

I think you sent it to my AI.

[B]

Hang on. Go back. There we go.

[A]

Awesome. Thank you.

[B]

Yeah. And because, I mean the portal is that they're not digitally savvy, but then you find out about their challenges in business at the same time. So I just learning what is required out there. But I do want to actually, this is because it's so niche in terms of. It's just digital. I don't want to just support people in the digital space. I want to support them personally.

[A]

Yeah. That's awesome.

[B]

Yeah.

[A]

I'm looking at your channel right now. It looks really nice and professional and I love where you're recording the videos.

[B]

Well, I'm doing. I've gone back into my studio shed recently. I used to just do it in this room but I find I sit on my desk chair a lot for it and I'm quite stationary. So I've come back into the studio shed because I stand or I sit on the table and I just feel I'm an animated speaker and my. My YouTube channels were. Videos were very, I don't know, stagnant. And I was also off. I was reading a script at first because I was so nervous about waffling that I was trying to keep myself tight, but it actually made me feel tight. So I'm now just writing myself dot point notes and then I go out there and just let it rip.

[A]

Yes. Oh, so awesome.

[B]

Yeah. I do feel like the personality aspect is coming through more by doing that. And I've seen a spike and that's only been in the last few weeks that I've made that change and I've Already seen a big spike. I'm getting subscribers overnight consistently, which is, and it's not huge. Like I'm only up to 40, but.

[A]

I was at 12, you know, hey, no, that's amazing. That's awesome. I'm glad that you saw a little bit of a difference. I think it's super important that, you know, you also feel good creating. And I think that's a big element. Right. Like, because at the end of the day, if we don't enjoy the creation process, it's, you know, why are we even doing it in the first place? And I think for, you know, we, we have these two sides of the spectrum which on one side you have like the full creator who's like fully is the artist. Right. The passion that they create, the art that they want to create and they put it out there to the world and then they attract that audience and then later on they're trying to figure out, okay, how do we monetize that versus on our side, we have the business that we provide a service, we provide a solution for somebody and then we're trying to figure out the art that's going to bring the people into the business. So I think that's an interesting conversation. Right. Because you know, a lot of people, obviously there's so many tactics and strategies and things out there that are like, okay, what is the thing that I need to do? And then they start doing the thing, thinking there's going to be results of a certain way and then maybe results are not coming, but they're also not enjoying the creation process. And that's a friction. And you, as you know, with the things that you do, you probably understand that very, very well.

[B]

So that you, when you were saying the whole thing of the person who just creates for the fun of creating, I feel like that's a person who already has security of income and they don't need to worry about drawing that income through that creation. So I tried that after I closed the shop. I actually tried getting freelance work and, and securing permanent part time work. But I found that that drained my energy so much that I couldn't create the way I wanted to create.

[A]

Yeah.

[B]

So I was like, you know, I'm better off to actually reduce my overheads and make it so I can live on less and do what I'm passionate about and create that space. And so now I'm kind of sitting in that space where I actually do need to make the money. But I don't want to compromise the joy of it because I can see it doesn't serve.

[A]

I think there's a world where both can live, and I think that's where we're trying to achieve with that space is, you know, provide either the frameworks and the tools or the connections to. To make that happen and create that momentum. Right. So, like, I don't know if you've. How do you find us through our podcast? Is that how we connected initially?

[B]

Yeah. So I've been listening to your podcast for a few years now. I think I started my podcast only two years ago, and it was maybe in the third, three or four months that I started listening to yours. I felt bad because I was listening for so long and I hadn't reviewed yet, and I went. Lying, going, oh, my goodness, I'm drawing all this information. But I was listening while I was cooking, so I was like, I'm not really able to write right now.

[A]

No, no worries. No worries. Thank you. I'm very glad that it helped. It helped you.

[B]

So thanks.

[A]

Well, that's awesome. Well, that's good feedback for me because at the end of the day, it's like, okay. When we started the show, we were in a position where it was right after Covid. We used to give a ton of services for local businesses, so we will go record on their stuff. And everybody closed. Right. And that was almost like our Hail Mary. And we found that podcasting for us was the way that we needed to create, to stay consistent, because all the other ways was. There's a lot of friction. So friction was like things that prevented us for creating, publishing, producing. And obviously the process has evolved quite a bit. But what kind of trigger was that? Consistency and frequency and trying to get into as many conversations as possible with who we thought it was a prospect for the service that we offer. Right. And then we started kind of adapting kind of that. That the conversation into. Into what we do now. And that provided opportunities.

[B]

So you interview people that you want to work with as well.

[A]

It started. So yes and no. Right now is a little bit different because we're in the network, so we do a lot of. If you listen lately, there's a lot of, like, solo episodes. And Fonzie just became my dad, so he's a little. He's. He's taking his leave for us for a few months. But. But yeah, initially, and it was by accident. It was like interview number 16, I think he was. And the person after the conversation that we did for the show, which the top applies to what we wanted to do. And we were in a position where in 60 days we needed to sell something because that was it. Like, we had to. And it was mid Covid. Everybody closed, so we had no idea what we were gonna do. And the person was like, well, guys, like, I had a great time. What do you. What do you guys do? And after that conversation, we kind of be like, we pitch our service. We're like, well, but what we do, I don't know if it's for you, but we do. We do production. And the guys, I need somebody that can handle remote production. Like, we already record this stuff, and I can send it to you guys. And that's how everything started. And we're like, wow, this is pretty interesting. So we were put in a position where we now starting to think about audience in a very different way. Because audience, you put the content out there, and whoever's consuming that, we consider them audience members, right? But at the same time, the person that we're creating with, like, that collaboration, they are also part of the audience. That's. They're the first member of the audience because they're listening to you say the things that you say with them, right? So the approach that we kind of took was, instead of us interviewing them, was let's have a conversation about this topic together. And that puts us in a level of authority with. With them instead of below them, right? We're like, we're having a conversation about this topic. I might be wrong, you might be wrong. Mostly our guests are more right than we are. But at the end of the day, it's like, we're also showing kind of what we know, what we can do. So what that does is, in their eyes, it opens the door to a conversation after. So we establish a process right after for collaborations. And this works in any medium. Like, if you do an Instagram collaboration, I was just on a call with somebody that does newsletters, so same thing. How can I connect with that person? That could be an opportunity for me down the road. So that could be a referral partner. That could be a person that opens a location for you to do a class in there. Maybe somebody that has the audience that you need. Maybe they become customers. So what we do after the conversation is. Hey, man. Mary, I just had a great conversation with you. Thank you so much for coming. This was incredible. My favorite topic was xyz. I'm sure, like, this is going to be super helpful for the audience. I would love to explore ways where we can collaborate more. And, like, if we don't. If we don't believe that we don't Say it. There's people that have been coming the show, and we're like, I don't want to be involved with that person. Right. I don't even know why we say yes to that conversation. It doesn't happen often. It's happened a lot with cold pitches, like agencies that send people. And we think front phase might be the best idea, but that's what. We're very reserved on who we bring, because we want to be honest about the relationships that we're building. We're like, okay, we like that person. And after that, what we pitch is just depends on what side of the business they're in. But for the agency, we're like, hey, I would love to show you what we do and see if we can collaborate. And I leave it open like that. And then we set up the COVID Hey, can we talk tomorrow? Can we talk in the next couple of days? And that initial frequency of conversations allowed us to connect with more people and learn about their needs. So we initially were providing a different service, but what they needed was a multipurposing, and that's why we landed there. So my, my. I guess my challenge to you, because I think you do a lot of solo shows, right? And it's not. You don't have to do interviews.

[B]

You don't have to do any plan to. No, I want to do more convers, even more so than just interviews. I've had a few over the years, the last couple of years. I mean, going that long. But I have reached out to people, and at the moment, I've got one girl who's just said yes. In the next few weeks, we're going to meet together. But then everyone else recently has said, can we do it in August? Because they've got something that they want to actually promote around that time.

[A]

Excess.

[B]

I am constantly reaching out to people to have more conversations. But, yeah, it's still new. But that is where. Because I recently opened up a new playlist, which I can just focus on my artisanal productivity and what I'm working on, so I can just share stories around that. But the podcast playlist is going to be focused more on interviews and conversations with other people, is my intention with that.

[A]

That's awesome. Yeah. I see here your playlists. So, yeah, I think initially is because what happens is there's two ways that again, back to those levers, which are your messaging, right? Like the things that you say that connect with your audience, the problems that you solve, then you have the way that you create. So in that you have your studio shed, right, for example, or you do a talking head video. What's the creation method? Then you have your production, which you, I'm guessing it's probably you, or you have a video editor that kind of supports you in there. It's you. Okay, well, you're doing a great job, but it's normally where it starts, right? And obviously that takes some resources and time. And then you have distribution, which you could have organic distribution, and then you can have paid distribution. Then that distribution connects your business or your content to the monetization system, which depends obviously on your offer, your product, what are the solutions that you're solving, and then how do you manage that? Those are like the six levers. And we're going to go deep into those in business creator club, specifically, where we're going to talk and bring different examples and solutions for each one of them depending on where you are. So for example, on your monetization, it's like, how do we cross the line across all those? So let's say perfect, you have a YouTube channel, that's the distribution channel for your content right now. So YouTube wants your content to do good. So there's going to be some data in the back that is going to give you back on what kind of video was an outlier. Where do people watching the click through rate these different things. But that's also based on what audience are looking for and where the audience is presented. So specifically on YouTube, this is something that we started trying out for a show not so long ago. Our show does a lot better in audio than on YouTube. So on YouTube, we decided to try, excuse me, some paid per paid promotions. So there's a little tab in there that says promotions. You click on it and then you can run, let's say $20 worth of ads for your video. What that does is just speeds up the process of your content being introduced to a cold audience and then they gain subscribers. And we started testing like $20 a video and we did it for about 10 videos and we got to 5,000 subscribers on YouTube. Here's the kicker. We learn a ton from there and we're like, wow, on YouTube, people are not watching past the first like three minutes. But in audio, our podcasts are being listened 70%, 80% to completion. Right. It's very different audiences. So at that point we had to make a decision, okay, well, for us, the people that we connect with and that come to our world come from the audio podcast mainly. So maybe that strategy for YouTube, we're not going to change what we do there because we feel good about our creation process. We love the people that we bring and we understand that we're on YouTube. We're competing with a different type of shows or a different type of content, right? Like three minute videos, five minute videos, entertainment galore, right? Like fast action. Like there's many different things and production levels that maybe at this time we don't want to do or we can't do. So we're like, okay, we learned from that, but we can still get that data and be like, okay, how can we get the click through rate from 5% to 7%? Well, we improve our thumbnails, we improve our headlines and our titles. But that paid aspect speeds up the feedback versus a hundred views that might look. So there's things and tactics that you can do based on that. Now that's for like that front end audience.

[B]

I've actually had an audio, I have a podcast channel as well. So I use Zencastr to reach Apple and Spotify and whatever else they promote to. And I actually originally created my episodes with that in mind. I really focus on the audio and I had the intro as a part of that and then when. And I just would put the video onto YouTube extract audio, put that onto Zencaster and upload that. So I use Imovie to edit my video, my content. That's how I separated out. But I did notice on YouTube that I would lose people at the intro because it was constantly just the same thing. So I started taking the intro out and I just had the little bit of music instead. So I have the graphic and a little bit of music a minute and a half in and that's made a big difference. But I haven't really analyzed what's happening on the audio platform to see if that's worked for it or against it because I seem to be getting. And I also use Instagram and I clip from my videos to do that and tried to increase my content on Instagram. But I do find Instagram very tricky these days. I don't feel like I'm getting that return of investment of time. But I set myself a 14 day challenge and I set it for people that were in a webinar that I ran through the program. And in that time I actually picked up someone who wanted to collaborate with me in their physical space in Canberra. So that clearly worked. But I'm still analytically, I do look in the background. I haven't done as much on the podcast, but I guess I'm not, I'm not seeing the return in terms of people reaching out to actually work with me yet. I feel like it's all too new for. I mean, will that happen? I don't believe that'll happen overnight. So I'm just trying to see where I'm losing people and then adapt according to that. But yeah, I just haven't spent much time with the audio.

[A]

Yeah. And look, it's like everything is a hypothesis, right? We're like, okay, for this next month. This is a production layout and the volume that we're going to do, we're going to put it out there in organic and then we're going to do X paid strategy. Because there are a thousand paid strategies depending on the platform, Right. And then you see what they do. And at the end of the day, we have to look at, okay, maybe what's your goal? Your goal is to get clients, right? And get clients at what price point? So there's not only the element of the content side, but also the element of, like, how many conversations are we having? And then you have all the elements of like, okay, well, are we actually presenting a solution for the actual problem that there is? So that's why initially, from that zero to like five, it's like, okay, how can we get in as many conversations as possible? Like one on ones? Kind of like every time we launch something new, we like to hop on this call, for example, to find out what the real need is. Because we gotta also decide and be like, is that the thing that we can actually deliver to our community or our customer or our lead? Right. So this just happened also with the call that I had before. Sometimes we, as maybe business owners or creators, we're very passive on expecting the people to come to us and we forget that we can also be very proactive about it. So my. I guess one of my challenges will be where are some online communities or places? Like, where are those places where your ideal customer is today? Right. You have one example, which is the company that you work with right now. So that's a pool of potential customers for your business. So similar to that, where can we find them? And then it's like one, how can we put the content in front of them? So if they have a newsletter, if they have a content vehicle that you can also plug in, awesome. But at the same time, it's like, how can we establish conversations with them? Do they do workshops? Can I go and do a workshop with them? Can I reach out to each one of the members and give them a phone call and be like, Hey, I don't know if this is for you, but I do. X, Y, Z. Would you hop on a 10 minute call with me? I just need a couple questions and I would love to answer any of your questions regarding that topic. For example, you'll be very surprised how many people say yes. So that proactiveness, it's I guess sometimes overlooked and that's what helped us gain momentum initially. Yes, yes. And it was like regardless of the content that we're creating because we know that our content is going to grab traction and it's going to discover some people and it's going to get to them. But because we didn't have money to do paid or, you know, we didn't have direct response, we didn't really have a proven product back then. And we're still developing some side on the agency side. We know exactly what we do and who's our ideal customer. But initially we need to figure, we need to have those conversations with those, with those people. Right.

[B]

With the person who reached out for me to do something in her physical space. I've actually sent her a proposal where I run a six actually it's three months, it's six sessions over three months in person kind of event with business owners from the region and because she's a yoga studio and, and she just said, I'd like to know if you want to come and see my space and see if you want to run something here. But it was nothing specific. It wasn't like I want you to do this here. She just wanted me to go in and see what I felt like I could offer. And so I thought, well, this would be a really good portal to actually meet business owners who are health conscious as well or, or realizing their suffering. And so if they, and she wants to hire out that space to business owners that run their own wellness kind of events. So I was like, if we collaborate, we can actually bring business owners into the space, look after themselves first and then pitch that they can use this space for themselves. So that's only new, but that was my intention behind creating the content, sharing more of what I do to then find the people that I resonate with that I can have the conversations with. Because previously I was really directing people to what everybody else does, you know, as in I'm showcasing the work of all these other people. So this is all still very new.

[A]

Absolutely.

[B]

Yeah. I hope that that actually transpires into something because I do want to create more opportunity to have that one to one conversation with people.

[A]

Yeah, I'll I'll leave you with a couple of examples and maybe you can grab some ideas. And again, like the group, my inbox is open. If you have any follow up questions like that, that email that you got on that or that text, feel free to send it back. I'm happy to answer that way. But also, once we open the community, it's going to be like open Q and A sessions where we can jump on. And it's not, not just us, but anybody that can jump, can support. And also inside of the community, but we have Karen. She's. She's on the agency side, she's our customer. And she's also a coach for women here in the States. And she does a very interesting event, which breathing event. So she brings all these women and they do a breathing session and it's amazing. And that's her way in into her coaching. She doesn't coach the breath, she doesn't coach breathing. She. She coaches these women how to like go back to their fullness and energy and all these things, you know, because, you know, if you live in the city in America, it can be a little depressing sometimes. Yeah. So, but that's a very unique, it's not like a business tailor event. And she works mainly with business. A very unique type of workshop that she does. And sometimes these workshops are also advertising marketplaces, you know, like Eventbrite or like these, these platforms that already have, you know, traffic and then they sign these up. So she does once a month and so on, and that seems to be working with her to get in those leads. Then she brings them into her show or her podcast and then from there they start collaborating together. You know, some people can become that. There's another guy that he did this a lot through Covid, I think he still does it, but he does daily conversations on Instagram Live. So he has his show, which is like the main that you see topics that he talks about. He keeps it for himself. But then on Instagram he does a daily conversation with somebody. So he reaches out with somebody, has an interesting story on the platform and then they hop on an Instagram Live together. Right. So if you're familiar and that can be done on Facebook, that can be done, whatever. But he chose Instagram because he's familiar with the platform. And it's the same thing. It's like we're collaborating together, we're talking about a specific topic for 30 minutes and then after that is like, hey, I would love to collaborate. And when he did it to us, we're like, that's incredible because that's how we can also kind of start connecting with people at a higher frequency. So we used to do the show three times a week. He did it once a day. Once a day. So we're like, oh, at the time we launched something called Content Bites to increase the frequency of conversations. So it was a pre content is profit. So we'll have one a day. And then from those they will graduate to content is profit. And we still build a really cool relationship. So maybe you have something like that where it's like, hey, I want. If you want to increase the frequency, maybe we do two questions about this topic, you know, and it could be any topic, but the idea is to spend quality time with that, with that.

[B]

Person who reached out. I actually plan to get her onto the podcast and talk to her about her business and what she. Her specialty area. I just didn't send her that question until I sent her the proposal because she asked me to come in and run a workshop.

[A]

Yeah, absolutely. I mean, she almost like she skipped that step, which is totally fine. Right. And then, you know, if she wants to, I think at that point, I mean, nothing wrong to have her on your show if you feel like that's valuable to her. But that's the result of like these conversations, right? You connected with her. So that proactiveness. And you know, there might be, I'm sure there's communities online where they might be asking questions, right? Facebook groups, Reddit groups like LinkedIn, like wherever you feel like your customer is, that they might be asking the questions that you can answer. So, you know, once a week, once a day, you can come in for a few minutes, answer those questions, friend those people and be like, hey, Louise, I saw that you had this question on Facebook. I answered them in the comments, but here's the answer just in case. And I would love to connect with you and learn more about, you know, you and what you do. Will you be down for like 11 minute call? And people are like, 11 minutes, that's weird, all this specific. But it will be, you'll be very surprised. People hop on. It could be a 50 minute call, 20 minute call. We tend to see with like people that we don't know, shorter time, it's a little better. And you'll be very surprised. Like people come to those conversations and then you can discover more about them and see if you can support them. Right? So there's a couple of ways that you can go about do that. But my question to you is, what's the. Maybe you Go back to an example of how you created that relationship that ended up being coached. How do you, how can you replicate that? Like what's the fastest path to the least resistant path to cash, for example. Right. Where a lot of people starting with contents, like the path looks like, create content, send to a landing page, book a call sales page, you know, order page with so ton of steps is really challenging versus hey, let. I love what you comment here. Here's my answer. Can we help on a quick call? Now we have the connection, now we have the conversation and we can then from there. That's up to you on how you can do that. There's obviously ways that you can, but I think that how you compress that is through that and I hope that kind of helps.

[B]

It does. It's encouragement because it takes courage to actually go and reach out to someone and say, let's jump on a call. Right.

[A]

And it's more like let's, let's connect. Hey, I'm looking to connect with more people around the world about, you know, X topic. Which is what you told me. Sorry. Which is what you told me at the beginning of this conversation. Right? Like that's, that's what, that's what you want.

[B]

It is. And that's exactly what I'm working on shifting. So I value what you've said because it is such a. For me, it's been such a game changer going from having a physical space where I've had those conversations with people organically just by them coming into my space and the whole online presence was to direct them to come in to have that conversation. But now it's like, how do I get that?

[A]

Because previously that, that's a, that's a good conversation. I know we have a few minutes here, but I, I don't think it has to change much. Right. Like again, we'll probably have to. I probably have to ask better questions on this side. But like I used to be on a fitness studio manager, so I had about a thousand members in our fitness studio that will come every day. Online is similar. It's just they don't have to drive to our spot. They're like, hey, MySpace is here in Zoom, for example.

[B]

Right.

[A]

Like if you want a one on one or my space, if you have Patreon still my space is in Patron. Like let's meet there. Right? So the conversation instead of. And you don't have to drive there, you can just click a button and we're already there. Like magic is awesome. There's no traffic but the techniques to bring people into those rooms, they might not change a lot. So I would challenge to maybe revisit some of the things that you were doing for that and be like, how can we adapt it? Right? So, for example, we had a pizza place next to our studio, and we thought they were the perfect leads for our studio because most of them were overweight. And we could fix that. We decided to run a strategy where we will pay for their dollar slices. On Thursdays, they had dollar pizza slices, and we will pay for two slices if they gave us their information.

[B]

Yeah.

[A]

So we got like 200 leads in, like two hours. And they were so cheap and amazing. And we're like, we won at this game. Well, guess what happened the next day. We're like, let's call them. And nobody picked up. Two people came in. They hated it. Like, those people don't. We got the leads, but they didn't want to. They didn't want our product. They were. They wanted the pizza. So that's why they gave us information. But we're like, okay, now we need to find a place like that that has our customers. So in that specific case, we went to other businesses like Lululemon and people that were spending, you know, crazy amount of dollars in, like, fitness and diets and groceries, healthy groceries, because those were the customers. Now translate that into the online space. Like, where are those people hanging out? Right. Like, obviously social platforms, but groups in social platforms. So we started looking at, like, different suburbs moms groups, for example, or like neighborhood groups, because the moms was. Were there. Or we had a couple of staff members that were part of a school. So they're like, yeah, I'm going to go talk to our school board and things. So, like, where those spaces are out there with similar interests. And then it's like, okay, how can we start supporting them, answering their questions, being of value. And then as soon as, like, you see a response back or a thank you, or I like, friends those guys and be like, hey, Louise, so awesome. I, you know, I love the question that you asked. I send you the comment. I would love to connect in my space.

[B]

So you're invite friending them on Facebook.

[A]

It depends where you are. Right? Like, if it's LinkedIn, it's. I think it's platform specific for us. We did it on Facebook because that's where we were. So we found like a. We have a group. There's a big group from Bussprout, which is like, it's like a publishing platform for podcast. They had About a hundred thousand members in there and we hop in there, we answer a few questions and then the people that like it respond under us. We use a specific software but that can be done inside of the platform as well. You can click on there, we friend them, we ask, hey, are you interested in something like this? I'm happy to connect and that's how the whole process works. Yes, we have to put in the.

[B]

Work, but no, I'm not against that. I'm more trying to understand because. And I've got to shift from the physical in person connection to the online and that's where I've got that disconnect. I've not worked out where to hang out online to connect with those people. So that's why I asked that question.

[A]

Yeah, no problem. I mean, I think here's a practice round. If you haven't signed up to the challenge, you can hang out with us in contents profit and you can use our group as a practice. There's 300 people in there and you can start looking and you'll see like we're super friendly. So. But honestly that's why that group is for. People are going to expect those connections and I think it's going to be a good practice round for everybody in there to, hey, let's start connecting the same thing. We, we had no idea.

[B]

No, I really appreciate that and I know we're up for time, so I wish I had a thought of that question earlier.

[A]

No, no, you're good. Look, if you want to, if you have any follow up questions or different things, you can use the same link. We can talk later this week. I owe you guys a few calls, so. Totally okay with that. I'm happy, I'm happy to support you and I would love to see you in the group for sure. For real.

[B]

Thank you very much. It's awesome. Yeah, no, I will definitely join the group and become more active in groups. It's like, yeah, you got this. Yeah.

[A]

Thank you. Welcome again to the community and I'll keep you posted.

[B]

All right, Enjoy the rest of your night.

[A]

Thank you everybody. Take care.